Pricing Strategy from Psychotactics (Sean D’Souza)

If you don't know who Sean D'Souza is, he's well worth a look. He has a talent for breaking down marketing concepts into digestible, easy-to-understand chunks...View More for all skill levels. One of his strategies is what he calls the "Yes or Yes" Factor & this swipe demonstrates an example of this from one of his sales pages. The "Yes or Yes" Factor is a pricing strategy that involves two different pricing options. One of the options is the base product & price. The other option includes a very intriguing bonus or bonuses, yet is only slightly more expensive. In other words, the choice becomes so obvious, it seems silly not to say yes to the second offer, hence the yes & yes which is exactly the type of mindset you want your customer to be in. That's why you'll never hear a good salesman ask "so, do you want it or not?" The better frame is "which option do you want?" & make one option a no-brainer compared to the other.

Pricing Strategy from Psychotactics (Sean D’Souza)Swiped in April 2014

Key Takeaways

Many think the main product is the key determinant of the buyer's decision. Yet, oftentimes the bonuses offered are what tip the scale.

The formula for a good bonus(es) is something with high perceived value that many would want more than the product itself.

Keep your buying choices to minimum. Too many can cause buyer paralysis. Yet, offering just one gives the prospect only one choice & doesn't make them feel as in control.

Analyst Spotlight

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

Historical Screenshots

Visit the archives of this swipe's source URL or view past screenshots of psychotactics.com below.